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Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
Building Buzz and Marketing by Mob with Digg.com
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Building Buzz and Marketing by Mob with Digg.com

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Originally presented at the Washington DC metro area's Web Managers Roundtable on May 31, 2007. This presentation is composed of a brief case study on how The Nature Conservancy engaged the digg.com …

Originally presented at the Washington DC metro area's Web Managers Roundtable on May 31, 2007. This presentation is composed of a brief case study on how The Nature Conservancy engaged the digg.com community to bring people to its www.nature.org web site during the flashpoint of a major conservation announcement.

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Published in: Business, Technology
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  • For those of you keeping score at home, this was one of the first times that we were able to make nature.org content 'popular' on digg.com. It's happened several times since then and I would now think of the visitor/pageview totals here as being a bit on the low-end -- understandable as this particular story became popular on Digg on a Sunday night when Digg's user base is largely inactive.

    On another occasion when our content became popular on Digg during a Wednesday afternoon, we received the following results:
    - 7,600+ visitors to our nature.org landing page in one hour (a level high enough to significantly impact the performance of our web site)
    - 14,950 visitors to our nature.org landing page in one day
    - Over 21,000 page views of our nature.org landing page in one day

    ...and again, the commentary was largely positive. Here's a few examples:
    - 'TNC will launch a major private fundraising campaign for this landmark purchase. Remember that, if you can help, do!'
    - 'This is such great news! I've given to the Nature Conservancy for years, so feel like I've helped in some small way…and it sure will make me feel confidant [sic] about giving more.'
    - 'Well I know where my next $110 tax-deductable [sic] contribution is going.'

    Remember that Digg can often be an acerbic, even hostile venue, so we find a lot of value in being able to generate comments like these.

    You can see that particular story on Digg.com @ http://digg.com/environment/161_000_acres_protected_from_...
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  • 1. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Building Buzz and Marketing by Mob flickr: ricko with Digg.com web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #1 of 10
  • 2. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Objective #1: Bring Eyeballs to our Website flickr: ricko flickr: ricko web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #2 of 10
  • 3. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Objective #2: Get People Talking About Us flickr: bucciboo flickr: bucciboo flickr: bucciboo web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #3 of 10
  • 4. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Breaking News This Just In: A two-year effort by TNC and its partners leads to a public-private partnership that raises $120 million for the Great Bear Rainforest in Canada • More than 5 million acres of rainforest saved from logging! web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #4 of 10
  • 5. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Posting Your News web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #5 of 10
  • 6. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Headline & Content web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #6 of 10
  • 7. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Choose Your Category web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #7 of 10
  • 8. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Anatomy of a Digg: Verify & Submit web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #8 of 10
  • 9. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Real-Life Results from this Digg post Eyeballs (on our web site): • 836 total “diggs”, 56 comments • 2,127 visitors to nature.org from Digg in one hour (4k+ in four days) • 6,234 views of landing page in one day (19k+ in four days) • 2, 238 actions taken in one day (conversion rate of 35.8%) • 23 new blog posts linking back to our landing page in 24 hours; 5 slot jump in Google; two listings in the first page of results. web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #9 of 10
  • 10. Building Buzz and Marketing by Mob with Digg.com Thursday, May 31, 2007 Real-Life Results from this Digg post, cont. People Talking (on digg.com): • “Three cheers for The Nature Conservancy!” • “Good to know that my monthly donation helped them accomplish this.” • “This is one of the most breathtaking places I have ever seen. The photos are amazing, and the craziest thing is that 20 minutes ago I never knew it existed. Amazing job by the Conservancy.” web managers roundtable Web Managers Roundtable | The Nature Conservancy | Jonathon D. Colman Slide #10 of 10

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